What defines ‘lifestyle’ today and which brands are really defining it? The strategy of moving beyond products and services to own a larger slice of the customer’s identity has proven to be an excellent recipe for success. Today's leading lifestyle brands are the likes of Airbnb, Rapha and Tesla, which perfectly reflect people's busy, mobile and demanding lives. They touch upon the consumer's individual style and are influenced by the way we choose to live.

Unsplash did not start to reinvent an industry. Unsplash had started because Mikael Cho and his friends thought it might be useful. Unsplash is a community where anyone can share high-resolution photos for anyone to use freely. It began as a Tumblr blog with ten leftover photos from a photoshoot. Instead of letting those sit dead in a hard drive, they decided it would be better if they were put to use to move other creative projects forward. "We believed the good from giving our images away would far outweigh what we could earn if we required payment or credit" says Cho about why he started Unsplash.

IBM has been Wimbledon's technology partner since 1990 and each year there have been various debates about what makes a great tennis champion and what does not. So, for this years championship, the topic of IBM's debate was around what makes a champion great. For the past 27 years, IBM has measured of 53 million points at Wimbledon and has analysed data from many of the great matches of all time, from Roger and Nadal to McEnroe and Borg, as well as looking at historical match data going back as far as 1877. To answer this question, Jeremy Waite, Evangelist at IBM Watson, read almost 100 articles about “What Makes Great” and collated the 13 highlights from those articles, with advice from performance coaches, famous players and business leaders that think contribute to greatness.